Steve's blog :
random musings of a professional scribbler

Email madness

That email is such an inexpensive medium is, I believe, its undoing.

So many firms add an email component to their campaign simply because they can – merely reworking (sometimes even replicating) their direct mail piece for use as a follow–up.

If that follow–up increases response then… fine.

And if it doesn’t, no matter; it didn’t cost much after all.

Trick duly missed.

By ignoring time–honoured direct marketing principles (benefit centred headers, response oriented copy) to their email programmes – and failing to properly analyse their results, in terms of open rates, click–throughs and so on – these firms are doing their overall campaigns a disservice.

With direct mail response rates on the wane, it’s time to start attaching to email the strategic importance it deserves – treating it not as an afterthought, but as an intrinsic element in every campaign.

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